Kourtney Kardashian launches Poosh - So what exactly is it?

Kylie has Kylie Cosmetics, Kim has KKW, Khloe has Good American -- and Kourtney has Poosh.

So what exactly is Poosh? It's a content-first modern lifestyle website that covers everything from wellness, travel and beauty to fashion and career advice (even including recipes for her avocado smoothie).The brand name is a nickname Kourtney uses to call her six-year-old daughter, Penelope. 

"It’s a place of discovery,” Kourtney told Vogue. Poosh will be "curating a lifestyle that's very much the lifestyle that I lead...It’s important to use my voice to share everything I’ve learned."

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We’re live. poosh.com #pooshtheboundaries

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In short, Poosh is a sexier approach to Gwyneth Paltrow's lifestyle brand Goop -- with a Kardashian twist. Kourtney's brand is also set to launch a line of Poosh products, similarly to Paltrow's Goop merchandise. 

"I decided to launch Poosh because I felt that there was something missing in the healthy lifestyle space. Healthy living gets a bad rap; it’s as though if you care about what you put in — or on — your body, then you’re not sexy or cool. But this just isn’t true, and Poosh is here to prove just that," Kourt explained in a note on the brand's site.

Earlier in March, the mom-of-three teased her 75.6 million Instagram followers with a nude photo, captioned "Coming Soon" alluding to the launch of her latest venture.

The oldest Kardashian sister famously advocates for restricted regulations in the use of beauty and lifestyle products. Last year, the Environmental Working Group took Kourtney on a trip to Washington D.C. where they met with the Senate Committee to discuss the Personal Care Products Safety Act in efforts to get congress to update the 80-year-old FDA regulations in the beauty industry.

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Behind the scenes from my shoot for @gqmexico and #GQLatinAmerica December/January covers. On newsstands today.
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Muchas gracias @GQMexico for the two December/January Issue covers. @gqmexico #GQLatinAmerica Photographer @mschwartzphoto Fashion Editor @fernandocarrillo Styling @deborahafshani Hair @andrewfitzsimons Makeup @miyakemakeup EIC @urbanohidalgo_gq
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thank you for all of the love and support on our KOURT X KYLIE collab! ❤️RESTOCK today at 3pm pst 😊
KOURT X KYLIE kyliecosmetics.com
KOURT X KYLIE 😋🤪😬kyliecosmetics.com
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Wearing my #KOURTxKYLIE @kyliecosmetics collection for my @vmagazine shoot. Go to VMagazine.com to see all the photos and shop my collab with Kylie on April 24 at 3pm on KylieCosmetics.com — Concept, Creative Direction and Hair: @andrewfitzsimons Photography: @gregswalesart Styling: @danixmichelle Makeup: @patrickta Interview: @raf_london
KOURT X KYLIE 4/24 I am so excited to announce my collaboration with @kyliejenner 💋 We have been working on this for a year...3 mini eyeshadow palettes and 3 lips..I am wearing Matcha on my eyes and RAD on my lips. Happy Birthday to me!
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